Green Scape brand is the all-inclusive experience that its customers and prospects have with each offered product and/ or service. Green Scape brand strategy outlines what they stand for, the message they deliver, consumer promise delivery, and the business character. The Green Scape Brand is a remarkable notion or impression that the company owns inside our target audiences minds. This brand mirrors the company distinctive strengths and abilities. The brand communicates a persuasive advantage to our target market, and it expands the scope, rate, and influence of vital information through steady use by the business environment. Any business entity formulating a brand must involve the necessary shareholders in decision-making, planning, and organizing. Branding builds investor harmony and unanimity concerning an exclusive “Positioning Platform” that expresses the company’s clear mission, vision, core values, and standpoint. Solid positioning generates a unique Green Scape character, identity, and attitude that makes it easy for the target market to believe.
Every brand strategy must include the slogan, motto, color palette and logo. These elements convey the brand. For Green Scape, images, employee dealings with customers, means of message delivery, and suggestions from customers against competition are vital in branding strategy (Steenkamp & J, 2017). Green Scape positioning statement: Green Scape Apparel is a local company that seeks to recurrently embrace a confident status by remaining an evident business entity, which endeavors to realize the mission, vision, and core values and traditions of the company while providing safer safety apparel. Every worker is challenged to achieve their greatest potential in meeting the customers’ needs and to make a positive difference in their purchasing power.
Green Scape’s mission is to be the primary manufacturer, dealer, and marketer of custom-made safety apparel and footwear. Green Scape Apparel’s main aim is to inspire non-industrial workers to experience a different kind of work environment. In addition, Green Scape endeavors to design plans and agendas that conserve the environment. Green Scape Apparel is steadfast to endorsing, protecting, and improving the safety conditions of workers within an industry and the community at large through educational programs that educate on safety measures at the workplace and at home. These programs main aim is to improve the quality of life for every citizen. Green Scape, together with the community association and cooperation, it has established strong ethical partnerships. Additionally, Green Scape backs up a culture of uninterrupted excellence and quality development, activity strategic plan(s), performance management assessment, and staff development. The tactical tagline, “Strong Always”) is unified with the company logo as a moniker, which core brand will adopt a marketing strategy (Steenkamp & J, 2017).
Green Scape has approved a logo that contains capital luminous Silver GSA letters with “Green Scape Apparel” inscribed below the capital letters. The Green Scape brand logo (GSA) development is as a means of improving its conspicuousness. The GSA logo is distinctive to the company and is a one of a kind logo. Every Green Scape attire, document, tangible intangible assets, (brochures, emails, flyers, websites, clothing etc.) are branded with the GSA logo. As a way of achieving the company mission and vision statements, Green Scape brands itself by educating the community on the products/ services we provide. Moreover, any investors teaming up with Green Scape, either through, written communication, meetings, formal brochures, and documents will be aware of the GSA logo, as it is obtainable from all the official Green Scape documents (Steenkamp & J, 2017).
Green Scape assures that the branding of the company will be valid, relevant and true to every product or service delivered to the target market. The purpose of the GSA logo is to make Green Scape products and/or services more visible to the target market (Doyle, 2001). As a means or proper branding signage, the Green Scape logo, core values, mission, and vision statements will be posted within and without the company premises. This will work as a regular reminder to both internal and external environment within the company of its commitment to serving as a trusted and respected front-runner in the business community. Every Green Scape staff is steadfast in backing the branding strategy and therefore, agrees to abide by company’s branding strategies above (Baaghil, 2013). The Green Scape staff have clear comprehension, which acknowledges that the branding strategy of Green Scape is founded to meet the companies brand goals. Every marketing product will be branded with the Green Scape.
Within the next three years, Green Scape seeks to achieve several goals. By obtaining expansion financing, it will increase in distribution, manufacturing competencies, and introduce one new product. This will result in an increase in revenues by at least thirty-eight percent every year. Conserving the environment is among the core values of the company, and as a result, Green Scape will donate at least $10,000 annually to conservation establishments. The new product launch will comprise safety helmets, customized footwear, and socks.
Green Scape will also seek entrance in new geographical markets such as the West-Atlantic states, and lastly initiating an Environmental Conservation program/ agency whose main aim is to give back to the community. Green Scape will use social media as a means of encouraging public relations. Through social media, the process of improving public relations has become easily and readily available. Significance and speed are paramount in Public Relations. With social media such as Facebook, we can get comments and feedback within minutes. Third, is the use of social media as an advertisement tool? Advertising has significantly improved in the preceding 10 years. Social media advertising has proven to be a perfect way of a quick, efficient and effective tool of advertisement. Social media marketing has the capacity to target a specific audience, modify advertisement effortlessly, post advertisement easily as well as use limited cost-effective resources for advertisement (Doyle, 2001).
Green Scape strives to use its core values to accomplish a sustainable competitive edge, whereby, the competitors cannot deliver the same value for money that Green Scape does. At present, Green Scape has established core proficiencies by offering products of high-quality, whose image is familiar to customers, through the creation of collective intelligence among Green Scape’s loyal customers, and lastly by building a positive reputation among suppliers, retailers and wholesalers as a consistent and dependable manufacturer (Baaghil, 2013).
In conclusion, the Green Scape Strategic priorities comprise of the community, communication, and the organization. These priorities replicate the branding strategy. In detail, Green Scape will develop a marketing plan that will ascertain suitable communication channels within the business environment as a way of solidifying its market presence. Green Scape considers improving and refining the branding of products and services as a priority. Alongside the competitive branding strategy, the positioning strategy is the core representation of a company. A proper brand strategy aids in effective communication within the target market. This helps in following every communication that a company will have with both customers and prospects.
Baaghil, S. A. (2013). The Power of Belonging: A Marketing Strategy for Branding. iUniverse.
Doyle, P. (2001). Building value-based branding strategies. Journal of strategic marketing, 9(4), 255-268.Steenkamp, J.-B. E. M. (2017). Global brand strategy: World-wise marketing in the age of branding.
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